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WA N D E R L U S T

I sab e l G o n zal e z d e l R e y


Wa nderlus t

Wh i l e m u ch r e se ar ch s u p p o r ts th e cr itics argument s, t hat Millenials are ent it led and self - abso rb ed , t hi s g enera t i o n ha s t he p o t en t ia l to b e o n e o f th e g r e ats. T h i s g e n e r ati o n i s e x tr e me ly d r iv e n an d co mpet it ive and alt hough t hey set goals t hat may seem unrea l i st i c, i n o rd er t o a c h i e ve, o n e m u st d r e am. Th e y w ill mo v e c it ies or swit ch jobs as many t imes as t hey need t o i n o rd er t o a c hi eve t hei r d rea m s. Ge n e r at i o n Y i s al so o p timis tic, e ar n e s t, an d embracing and year n f or experience rat her t han m a t eri a l i st i c o b j ec t s. In t he i r s h o r t l i f e time, th is g e n e r atio n h as a lready experienced t ragedies such as 9/11, as we l l a s t he l o ng est w a rs i n US hi st or y, o n e o f t h e d ead lie s t s ch o o l s h o o tin g ’s and t he Great Recession and nevert heless t hey re m a i n o p t i m i st i c a b o ut t hei r p ers ona l o p p o r t u n i t i e s fo r s u cce s s. In or d e r t o ach i e ve g r e atn e s s, o n e mu s t b e ambit ious, and Millenials are f our- st eps ahead com p a red o t her g enera t i o ns. M i l l e n i al s ar e t h e u n d e r e s timate d g e n e r ation, and t ime will t ell if t hey will rise up t o t he occasi o n, a nd l ea ve t hei r m a rk o n t he world, n o m atte r w h e r e in th e w o r ld it may lead t hem.


Wa nderlus t

Drive r s

So cie ty is in co n s tan t unrest , wit h high unemployment rat es and gover nm ent i nst a b i l i t y, c a usi ng p eo p l e to mo v e fo r th e p u r s uit of happiness and t o f ind t heir niche in t his uneasy w o rl d . T he ec o no m i c i nst a b i l ity is cr e atin g u n ce r taint y and insecurit y amongst societ y, causing peopl e t o m o ve a ro und a nd a d j ust to w h at is o ccu r r in g s ocially around t hem. W it h a recovering economy and d i sp ut es a b o ut t he f ut ure o f h e alth car e, th e y n o t only f eel insecure about t heir personal lives, but t he t rust t hey ha d i n t he g o ver nme n t is b e in g te s te d .

M a ni F e stat i o n s

Po p -u p s to r e s an d tr a veling exhibit s are shedding light on dif f erent cit ie s a nd w ha t t hey ha ve t o o f f er. So cie ty is mo v in g to cit ies t hat of f er t hem opport unit ies f or employment a s w el l a s c i t i es t ha t c a n a l l o w th e m to g ain th e e x p erience t hey are searching f or. Mille n ials d e fin e th e mselves by t heir t ravels and gaining experiences in l i f e ra t her t ha n j ust m a t eri a l i st i c ite ms an d ar e co n s tant ly on t he go t o f ind t he next “high”. They can capt ure t hei r exo t i c t ra vel s t hro ug h I n s tag r am, o r s h o w o f f t he lat est rest aurant t hey at e at t hrough Faceboo k , o r t w eet a b o ut t he c hi c est lo u n g e at w h ich th e y drank. As a result of being a part of t he t echnologi c a l l y sa vvy a nd so c i a l m ed i a d r iv e n g e n e r atio n , Millenials are consumed wit h being a part of t he “in- c ro w d ”. Hu man Re s o u r ce s ar e viewing “job hopping” resumes in a new light . Cha ng i ng j o b s a nd g et t i ng a p ro mo tio n in th e p r o ce s s demonst rat es ambit ion, mot ivat ion and t he desire t o l ea r n new sk i l l s m o re t ha n i t s h o w s flakin e s s. Mo r e employers are realiz ing t hat t his is t he new nor ma l , a nd c o m i ng a ro und t o a p p reciatin g its ad v an tag e s.


Opport u n i t y S tate m e n t

To cr e ate a cap s u le collect ion caref ully craf t ed f or t he nomadic Millenia l . T hi s c o l l ec t i o n i s d esi red f o r d iv e r s e lo o ks th at w ill t ake her wherever t he world may lead her whet her i t b e a new j o b, c i t y o r t ra vel . Th e s e mu ltip u r p o s e s eparat es will cat er t o t he ref ined woman t hrough co m f o rt a nd f unc t i o na l i t y, t ra vel i ng th r o u g h life w ith e as e.


Justificatio n A c c or d i n g to th e Bu r e au o f Lab o r Statis tics: T h e av e r ag e w o r ker to d ay s tay s at e ach o f his or her jobs f or 4.4 years­— t he expect ed t enure o f t he w o rk f o rc e’s yo ung est e m pl o y e e s i s ab o ut h alf th at 9 1 % o f M i l l e n n i al s e x p e ct to s tay in a jo b f or less t han t hree years— t his means t hey would ha ve 1 5 – 2 0 j o b s o ver t he c our s e o f th e i r w o r kin g liv e s fo r th is r e as o n t hey are called “job hoppers” A c c or d i n g to Fo r b e s : J ob h o p p i n g can l e ad to g r e ate r jo b fu lfillm ent , which is more import ant t o Gen Y workers t ha n i t w a s t o a ny p revi o us ge n e r ati o n : • A 2012 s u r v e y b y Ne t I mp act fo und t hat 88 percent of workers considered “posit iv e c ul t ure” i m p o rt a nt o r essent i a l to th e i r d r e am jo b • 86 p e r c e n t s aid th e s ame fo r w ork t hey f ound “int erest ing.” Job- hopping helps work ers rea c h b o t h o f t hese g o a l s, b e cau se it me an s tr y in g o u t a v a riet y of roles and workplaces while lear ning new sk i l l s a l o ng t he w a y. E c ono m i c i n s tab i l i ty h as e r as e d , e s p e cially f or younger workers, t he st igma t hat has accompa ni ed l ea vi ng a j o b ea rl y­­— t ha t ’s be c a u s e str at e g i c h o p p in g b e e n all b u t n e cessar y f or as long as t hey can remember. Workers t o d a y k no w t hey c o ul d b e l a i d of f a t an y t i m e — so th e y p lan d e fe n s iv e ly and essent ially consider t hemselves “f ree agent s”


Ta rge t M ar k e t

Han n ah is a 2 8 y e ar old single woman living in t he concret e jungle of N ew Yo rk . D uri ng her sum m ers w h ile in co lle g e, s h e i nt er ned at t wo dif f erent publishing companies, and up o n g ra d ua t i o n she a t t a i ned a jo b as an e d ito r ial as sist ant at her f avorit e magaz ine, ELLE. Af t er t wo ye a rs o f p a yi ng her d ues, she f el t is w as time fo r a car eer change and decided t o make t he swit ch t o GQ a s a m a rk et ed i t o r. I n her sp a re time, s h e take s Ne w York by st or m, visit ing a dif f erent boroughs ever y week end , ea t i ng a t t he new est r e s tau r an ts, an d s h o p ping at her f avorit e bout iques. Af t er a year at her new j o b, she rea l i zed t ha t t here w as mo r e to life th an t he rout ine t hat she unknowingly f ell int o, and dec i d ed t o p a c k her b a g s, l ea ve t he Big Ap p le an d mo v e to t he Golden Cit y. Excit ed by t he new advent ure t h a t a w a i t s H a nna h i s S a n Fra ncis co, s h e is d e te r mined t o never give up on her dreams, even if it means she w i l l never st o p w a nd eri ng.


Co lor Sto ry

Wa nd eri ng W hi t e

D rea m i ng Yel l o w

M o vi ng M a ro o n

R ed E ye

G rea t G rey

C o nc ret e G rey

E m p i re S l a t e

a vi g ade t i ngChine N a vy 4-ply NCrepe

O ver ni g ht B l a c k


Materi als

Mo d al Ly cr a

Vegan Leat her

Pont e K ni t

4 -p ly Cr e p e d e Ch in e

50% Wool/ 50% Yak

Cot t on S p a nd ex

A ll of th e f ab r i cs us e d in th e co lle ctio n ar e sof t t o t he t ouch, comf ort able f or t ravel and wrink l e f ree. T hey w i l l t ra vel w i t h her n o m atte r w h e r e s h e may b e g o in g, allo w in g her t o looking chic and put t oget her, while being c o m f o rt a b l e a l l a t t he sa m e t i m e.


Co llectio n


Co llectio n


Me rchandis i n g

M ul ti Pu rp o se W ra p S w e a t e r | $ 1 1 0 St yle #wndrl st 0 1 Modal Lycra Colors: Grea t G rey, M o vi ng M a ro o n, Navigat ing N a vy Siz es: X S, S, M , L SKU: 12 Hi gh Ne ck t o p | $ 4 8 St yle #wndrl st 0 2 Cot t on Spand ex Colors: Wan d eri ng W hi t e, C o nc ret e G rey, Dreaming Ye l l o w Siz es: X S, S, M , L SKU: 12 L e a the r I nse t Pa nt s | $ 1 3 8 St yle #wndrl st 0 3 Pont e Knit / Veg a n L ea t her Colors: Over ni g ht B l a c k Siz es: X S, S, M , L SKU: 4


Me rchandis i n g

Jump e r Dre ss | $ 1 4 0 St yle #wndrl st 0 4 4- ply Crepe d e C hi ne Colors: Con c ret e G rey, R ed E ye Siz es: X S, S, M , L SKU: 8 Bo a t Ne ck S w e a t e r | $ 1 2 8 St yle #wndrl st 0 5 50% Wool/ 5 0 % Ya k Colors: Movi ng M a ro o n, N a vi g a t i ng N a vy, Over night B l a c k Siz es: X S, S, M , L SKU: 12 L e a the r Ja c k e t | $ 1 9 5 St yle #wndrl st 0 6 Vegan Leat her Colors: Over ni g ht B l a c k Siz es: X S, S, M , L SKU: 4


Sh a wl Ne ck S w e a t e r | $ 9 8

Me rchandis i n g

St yle #wndrl st 0 7 Modal Lycra Colors: Nav i g a t i ng N a vy, G rea t G rey, M o vi ng Maroon Siz es: X S, S, M , L SKU: 12 Sk e l e to n Pa nt | $ 1 1 8 St yle #wndrl st 0 8 Pont e Knit Colors: Con c ret e G rey, N a vi g a t i ng N a vy Siz es: X S, S, M , L SKU: 8


M a xi Dre ss | $ 1 4 0

Me rchandis i n g

St yle #wndrl st 0 9 Pont e Jerse y Colors: Over ni g ht B l a c k , C o nc ret e G rey Siz es: X S, S, M , L SKU: 8 Tu rtl e Ne ck S w e a t e r | $ 1 4 8 St yle #wndrl st 1 0 50% Wool/ 5 0 % Ya k Colors: Red E ye/M o vi ng M a ro o n, E m p i re Slat e/Naviga t i ng N a vy Siz es: X S, S, M , L SKU: 8


Me rchandis i n g

M ul ti Pu rp o se W ra p S c a rf | $ 4 8 St yle #wndrl st 1 1 Modal Lycra Colors: Drea m i ng Yel l o w /M o vi ng M a ro o n, Concret e Grey/N a vi g a t i ng N a vy Siz es: One S i ze SKU: 2 L a ye re d Sk i rt | $ 1 1 0 St yle #wndrl st 1 2 4- ply Crepe d e C hi ne Colors: Grea t G rey, M o vi ng M a ro o n, O vernight Black Siz es: X S, S, M , L SKU: 12 Bo a t Ne ck S w e a t e r | $ 1 2 8 See ab ove fo r m o re i n fo rm a ti o n .


Me rchandis i n g

An gl e d L e a t he r i nse rt Pa nt | $ 1 3 8 St yle #wndrl st 1 3 Pont e Knit / Veg a n L ea t her Colors: Con c ret e G rey Siz es: X S, S, M , L SKU:4 Hi g h Ne ck To p | $ 4 8 See ab ove fo r m o re i n fo rm a ti o n .

L e a th e r Ja c k e t | $ 1 9 5 See ab ove fo r m o re i n fo rm a ti o n .


Jump e r Dre ss | $ 1 4 0

Me rchandis i n g

See ab ove fo r m o re i n fo rm a ti o n .

M ul ti Pu rp o se W ra p S w e a t e r | $ 1 1 0 See ab ove fo r m o re i n fo rm a ti o n .

Hi g h Ne ck t o p | $ 4 8 See ab ove fo r m o re i n fo rm a ti o n .


Tu rtl e Ne ck S w e a t e r | $ 1 4 8

Me rchandis i n g

See ab ove fo r m o re i n fo rm a ti o n .

Sk e l e to n Pa nt | $ 1 1 8 See ab ove fo r m o re i n fo rm a ti o n .


Co wl Ne ck S w e a t e r | $ 9 8

Me rchandis i n g

See ab ove fo r m o re i n fo rm a ti o n .

L a ye re d Sk i rt | $ 1 1 0 See ab ove fo r m o re i n fo rm a ti o n .


M a xi Dre ss | $ 1 4 0

Me rchandis i n g

See ab ove fo r m o re i n fo rm a ti o n .

M ul ti Pu rp o se I nf i ni t i S c a rf | $ 4 8 See ab ove fo r m o re i n fo rm a ti o n .


SW OT Analys i s

St re ngt hs • A fa shio n for w a rd, s ophi s ti cated col l ecti on fo r th e n o m a d i c M illenia l • M ulti-pur pose se parates that can be wor n di ffe re n t w a ys a n d l a y er ed in o r d er to create new l ooks therefore re d u c i n g th e amount o f pa c k ing • T h e fa b r ic s a r e al l wri nkl e-free and s oft to th e to u c h th e re fo re al l ow ing her to be comfortabl e wherev er l i fe m a y ta k e h e r

Oppo rt unit ie s • C r ea te a line fo r the m ov i ng Mi l l eni al who i sn ’ t a fra i d to c h a se h e r d r ea ms a nd wi l l trav el wi th her wherev e r th a t m a y b e • D e velop multi p u rpos e s eparates that can b e re a rra n g e d a n d wo r n d iffer ent way s to create new l ooks — th i s w i l l re d u c e th e p ac k ing lo a d a nd can be wor n i n di fferent se a so n s th ro u g h l a y er ing

W eakn e sse s • D e si g n e d fo r a sp e c i fi c d e mogr a ph ic — t h e t r a v e le r wh o is a lw a ys c h a n g i n g j o b s o r se e k in g t h e n e x t a dv e n t u r e • I t i s n o t a se a so n a l c o l l e c t ion , t h e r e f or e s ome pie c e s c a n on ly b e w o r n d u ri n g c e rta i n ti m e s of t h e y e a r

Thre at s • T h re a ts i n c l u d e o th e r c o m f or t a ble mu lt i pu r pos e lin e s • C o m p e ti to rs: • Splendid • LA m a d e • C & C C a l i fo r n i a • E l l a M o ss


Marketing

T h i s c ap su l e co l l e ctio n is cate r e d to w ar d s t he nomadic Millenial, who isn’t af raid t o chase her d rea m s. A l t ho ug h she m a y no t h a v e as l ar g e o f a b u d g e t as s h e w o u ld like, she knows t hat wit h a f ew key pieces she can crea t e a m ul t i t ud e o f d i f f erent l ook s. T h e pr i ce p o i n t fo r Wan d e r lu s t r an g e s fr o m $48- $195 and is composed of f abrics t hat are c o m f o rt a b l e f o r t ra vel , a re so f t t o t he t o u ch , an d w r i n kle fr e e. M a ny o f t h e p i e ce s in th e co lle ctio n , s u ch as t he W rap Sweat er, Scarf and Cowl Neck Sweat er, c a n b e w o r n up t o 5 d i f f erent wa y s. T h e co l o r p a le tte p e r fe ctly co mp lime nt s each of t he pieces so t hat ever y separat e can b e p a i red t o g et her t o c rea t e a s ophi sti cate d l o o k. Wa nde r l u st can b e fo u n d in s to r e s s u ch as :

• Bloomingdales • Nordst rom

• Shopbop • RevolveClot hing

T h e co l l e ct i o n w i l l n o t o n ly b e ad v e r tis e d through an in- st ore display at each of t he depart ment st o res, b ut w i l l a l so rea c h a wide au d i e n ce t h r o u g h th e u s e o f e -co mmerce. In addit ion, because t he Millenial generat ion i s t ec hno l o g i c a l l y sa vvy a nd i s s oc i a l m e d i a d r i ve n , Wan d e r lu s t w o u ld b e a dvert ised t hrough t he use of social media, such as : I nst a g ra m , Fa c eb o o k a nd Twit t e r.


BRAND ING

T h e l o g o fo r Wan de r lu s t is tw o s las h lin e s, compliment ing t he br a nd n am e. T h e t a g s w i l l h av e th e d e fin itio n o f Wan d e r l ust on t he f ront , and on t he b ack o f t h e tag it w ill h av e all o f th e gar ment inf or mat ion. T h e t a g w i l l o p e n up an d o n th e in s id e. I t will include 5 dif f erent wa y s th at yo u can w e ar th e g ar me n t o r o th er pieces of t he collect ion t h at co m p l i m en t th at p ie ce. B e c a u s e al l o f th e p ie ce s w ith in th e co lle ct ion can be mixed- andm a t c h e d , i t w i l l kee p th e ke e p th e co n s u mer coming back in order t o c on ti n u e e vo l vi n g h e r lo o ks.

WA N D E R LU

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Brand Tags F r on t:

BACK:

Inside :


WANDER TR UNK

Wh e t h e r i t b e t r av e l, a n e w jo b o r s h e ju s t want s t o ref resh her l ook , Wan d e r Tr u n k w ill b e th e r e to h e lp s tyle her t o perf ect ion. Th e way i t w o r ks : • C l i e n t cal l s i n an d s ay s w h at th e y ar e looking f or or what cit y t he y ar e t r av e l in g to in o r d e r fo r th e s tylist t o best mat ch her needs

n. ) : WA N D E R L U S T (

im pu lse to wa nd er or a str on g de sir e for or wo rld tra vel an d exp lor e the

• T h e sty l i s t w i l l cr e ate a p r o file fo r h e r a nd send t hem a t runk f ul l o f m u l ti p u r p o s e s e p ar ate s, w ith s ty led phot ographs e x p l ai n i n g t h e mu ltip le w ay s to w e ar th e gar ment and all of t he l o o ks t h at can b e cr e ate d fr o m th e separat es • T h e cl i e n t can tr y e v e r y th in g o n in th e c omf ort of t heir home, a n d can r e tu r n e v e r y th in g s h e fe e ls d o esn’t work­­— all f ree of c h ar g e T h i s is p e r fe ct f o r th e b u s y Mille n ial, w h o may not have t he t ime t o go o u t an d s h o p an d w an ts to lo o k s ty lish and put t oget her. Wi t h e n d l e s s w ays to w e ar th e p ie ce s an d mat ch or layer t hem, s he c a n cr e at e a mu ltitu d e o f lo o ks.

LU S R E D N A W

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WA N D E R L U S T

I sab e l G o n zal e z d e l R e y G o n zal im @m ai l . u c. e d u


Trend Forecasting Project 2013